This document provides guidance on how to effectively utilize social media for marketing purposes. It begins by discussing how social media has changed communication by enabling engagement between organizations and audiences. It then reviews various social media platforms like blogs, social networking sites, microblogging, photo sharing, and video sharing and provides examples of how museums can use different content types on each platform. The document stresses integrating social media platforms with a organization's website and treating each interaction as an opportunity to engage potential visitors. It provides tips on developing a social media policy and monitoring conversations to protect an organization's reputation online.

1. How to Make the Most Impact with Social Media Marketing – and How to Get StartedMathias BergendahlCertified Association Executive

2. PanelistChristina LaneMarketing & Communications Director

4. Over 47 million members in over 200 countries

5. Over 47 million members in over 200 countries

6. Over 47 million members in over 200 countriesOver 200 million members across the world

7. Over 47 million members in over 200 countriesOver 200 million members across the world

8. Over 47 million members in over 200 countriesOver 200 million members across the worldEvery minute, ten hours of video is uploaded to YouTube.

9. Communicating with Your AudiencePast Versus NowEngage WithWeb 2.0Speak ToWeb 1.0Next: Web 3.0

10. What Enabled the Change?Social Media

11. Wikipedia on Social Media:Social media describes the online technologies and practices that people use to share opinions, insights, experiences, and perspectives.Social media can take many different forms, including text, images, audio, and video.

12. Available Social Media Platforms

15. Communication• Multimedia • TestimonialsBlogs

16. Three Blog Solutions

22. Communication• Multimedia • TestimonialsSocial Networking

24. Communication• Multimedia • TestimonialsMicro-Blogging

26. Communication • Multimedia• TestimonialsPhoto Sharing

28. Communication • Multimedia• TestimonialsVideo Sharing

29. Communication • Multimedia• TestimonialsSample Story IdeasPreview of upcoming exhibitInterview with a CuratorCommunity ConnectionDescription of Education ProgramsArtifact/Artwork of the WeekThis Month in Florida HistoryVideo Sharing

31. Communication • Multimedia• TestimonialsLive Casting

33. Communication • Multimedia • TestimonialsRatethismuseum.comConsumer Reviews

34. Don’t Spread Yourself ThinPick Platforms Based OnCostAwarenessTarget AudienceDifficulty LevelBrand IntegrityReachSelection of Platforms

35. Top Ten Reasons to Engage in Social Media

36. 1. Audience Development & Loyalty

37. 2. Word of Mouth

38. 3. Free or Inexpensive

39. 4. Event Marketing

40. 5. Feedback & Opinions

41. 6. Be the News Source

42. 7. Effective Communication to Buy Mind Space

43. 8. Professional Connections

44. 9. Interact & Monitor

45. 10. Spreading the Word through non-media sources

46. Social Media: Essential Component of Marketing MixA changing media environment: Fewer television news crews and available newspaper reportersBefore: Reliance on traditional news outletsNow: Publicity through social networksBefore: Lack of outlet for multimediaNow: Video and photo sharing through YouTube and Facebook

47. Action PlanDefine purpose of each social media platformBlogWebsiteSyndicationLinkIntegrated Approach to Social Media: Treat every platform as your first handshake with a potential visitor or donor

50. Social Media =Virtual Cocktail PartyChoose Your Content CarefullyAvoid content through which consumers and other professionals may obtain a negative perception of you.Opinions – Politics – Religion – Online Groups and Associations – Humor – PicturesGuilty by AssociationYour Online Content May Last Forever

51. How to Damage Your Reputation in Eight Easy Steps1. Branding Yourself as a Fan of Playboy Magazine2. Enough with the FaceBook Quizzes3. Online Photo Album 101: No, I don’t want to see your Speedos4. Use Platforms for Both Business and Pleasure5. Cyber-TMI: Finding a Balance of What You Share6. Tell Them Like It Is!7. Want to Be My friend?8. Nobuddy Cares About My Speling

52. Social Media Time Managementfor Museum Staff1. To Be or Not to Be On Social Networks2. Avoid Mixing Business and Pleasure3. Set Goals, and Enter to Execute4. Define the Purpose of Your Networks5. Limit Your Time

53. Social Media Time Managementfor Museum Staff6. Manage Your Tweets and Updates7. Be a Resource, Not a Chatterbox8. Publish Once, Appear Everywhere9. Allow Readers to Subscribe to New Blog Posts10. How to Avoid Time-Consuming Research for Story Ideas

54. Social Media Policy1. Define the purpose of social media2. You’re responsible for what you write3. Be yourself4. Make content suitable for your audience5. Use good judgment when you participate in social media

55. Social Media Policy6. Become part of the social media community7. Don’t violate copyright laws8. Define what you can share and what’s confidential9. Make sure your content is valuable10. Don’t waste time – be productive

57. Monitoring the Rumor Mill

58. Monitoring the Rumor MillGoogle AlertTwitter

59. Monitoring the Rumor Mill

60. PanelistChristina LaneMarketing & Communications Director

61. Questions for Christina:How long have you and your museum been engaged in social media?What did you hope to accomplish by using social media when you initially began?Which social media platforms is your museum currently using and how are you currently using them?Can you describe what you’ve done to integrate your website with your social media platforms?

62. Questions for Christina:Who’s in charge of your social media efforts and who’s monitoring the conversations at your platforms?What tactics have you employed to grow the number of fans at your Facebook fan page?What have you done to maximize your online exposure while minimizing the time you’re spending adding content to the platforms you’re using?Do you have a success story to share?

63. Q & A

64. Please go to www.linkedin.com/in/mbergendahl to view today’s presentationorsearch for mathiasbergendahlat slideshare.net